100% PURE™ isn’t just our name. Or just our ingredient list. 100% PURE™ is a commitment to producing the purest, healthiest products and educating everyone on why being 100% PURE™ is so important. We strive to live with compassion, kindness and empathy; to be environmentally sustainable and to improve the lives of 6 billion people and animals while also being charitable and giving back to our global community.
Our Natural Ingredients
Guaranteed PURE
All 100% PURE™ formulations adhere to strict purity standards and will never contain harsh or toxic ingredients
Naturally Pigmented
We source our pigments from fruit, vegetables, tea, and cocoa to avoid commonly used FD&C colorants and heavy metal dyes
Completely Cruelty-Free
Our commitment to animal welfare means that we will never, EVER test on animals – and that our products will always be certified cruelty-free
Ingredient Sourcing
We go through a painstaking process to make sure each ingredient sourced is never animal sourced
How We Define Natural:
An ingredient or formula composed of plant, mineral, and/or marine vegetation that undergoes chemical changes due to biological processes such as fermentation, distillation, and cold processing
As a renowned chemist, one of 100% PURE founder and chief creative Susie Wang’s proudest accomplishments is her discovery and utilization of fruit pigments in cosmetics — an innovation that has revolutionized the natural makeup industry and challenged the conventional method of using toxic chemical dyes.
Susie discovered fruit pigments one day while picking berries in her garden. She noticed how easily the vibrant colours stained her skin, and she knew she had discovered something berry special.
Why We Use Fruit Pigments
Susie’s discovery of natural stains — later called “fruit pigments” — were patented for use in natural makeup by Wang and co-founder Ric Kostick. Since then, 100% PURE has used only fruit, vegetables, tea, coffee, and cocoa to colour our extensive collection of natural makeup products. Not only are our fruit pigments as natural as it gets, they’re also chock-full of vitamins and antioxidants to offer naturally occurring, nutritional benefits to support skin health.
Don’t get the wrong idea: we’re all for bold and pretty hues, electric eyeliners, lips that pop, and megawatt highlighters for glowing cheekbones. What we’re not so okay with are the toxic dyes and synthetic chemicals being absorbed into our pores while we wear those conventional cosmetics. They can affect anything from our skin moisture levels to our hormone balance, and it’s not worth it!
By cultivating ingredient lists that pretty much mirror your farmer’s market shopping lists, we’re able to create our own fruit pigmented® color wheel. Our range of hues – illustrated in nude makeup palettes to high-drama matte lips – are all created from real fruit dyes and plant pigments. And we’re not just talking about berries. We formulate our colours with cherries, tomatoes, beets, peaches, papayas, teas, cocoa, edible flowers, pomegranates… just to name a few!
